Leave it to CHANEL to turn an existential crisis into a handbag campaign. The house’s new film for the CHANEL 25 bag, directed by Michel Gondry, stars Margot Robbie running into multiple versions of herself on the street, each one carrying a different iteration of the bag. It’s playful, a little surreal, and exactly the kind of campaign that reminds you why fashion is worth paying attention to.

First introduced in 2025, the CHANEL 25 is the house’s newest addition to its legacy of iconic handbags. It borrows the codes you already know, quilted leather, a leather-interlaced chain, the double C, and wraps them in a softer, hobo-inspired silhouette that feels genuinely new. Available in four sizes and a colour palette that runs from deep burgundy to light green to classic black and white, there’s a version of it for every version of you. Which, given this campaign, feels very intentional.

Gondry’s film is a love letter to his own 2002 music video for Kylie Minogue’s Come Into My World, where the same scene loops and multiplies with each chorus. Here, Robbie takes centre stage as the repeating motif, bumping into herself around every corner of a Parisian neighbourhood. Minogue herself makes a cameo, closing the loop on a 25-year reference in the most CHANEL way possible. The accompanying photographs, shot by Craig McDean, carry the same energy: multiple Margots, dressed up and dressed down, each making a case for a different colour-way.

The CHANEL 25 is a bag built for a woman with more than one side to her, and the campaign makes that point without ever saying it out loud. Robbie, who has been a CHANEL ambassador long enough to wear the house like a second skin, brings the kind of ease to this that no amount of art direction can manufacture. It’s a campaign that’s in on the joke and still looks expensive doing it.

The CHANEL 25 is available now at CHANEL boutiques and on chanel.com.

Photos courtesy of CHANEL.